Xbox 360 gets first female beauty app; male gamers confused

As the Xbox 360 expands beyond being just a game console, its audience has also expanded to include more than just the stereotypical young male demographic. Yet, most of the non-gaming content on the Xbox 360 is still squarely centered on the male audience.

Today, the major cosmetics company L'Oreal announced it has launched a new Xbox 360 media app called The Next Level, which it claims is the first such app for the console devoted to covering "beauty and style" topics for women.

Esohe Omoruyi, the VP Digital Marketing for L’Oreal USA, states:

With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L’Oréal USA. We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience.

The Next Level app includes, among other features, a library of beauty "how to" videos, beauty product recommendations, and more. It will also feature content from Lucky Magazine and Makeup.com. You can bet that Microsoft welcomes such apps as it tries to get the Xbox 360 in homes that would normally not purchase a game console.

Source: L'Oreal press release

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This is stupid.
If a female isn't into gaming, she's not going to buy a gaming system just to watch makeup videos. That's what getting on the PC and going over to YouTube is for, or Pinterest.
Also, it's just plain insulting. D-:
Personally, I think we need to get some of the stigma off gaming, especially for females. I have a male friend who always "feels bad for" "hot" female gamers. He seems fine with those of us that don't qualify as "hot", but for some insane reason he "feels bad for" the ones that he finds hot. It's the strangest thing. He has this idea that female gamers are creepy unwashed masses, yet he always complains that I'm "anal retentive" about hygiene because I take showers daily, brush my teeth daily, and brush my hair daily. More effort needs to be put into getting women into gaming. Also, I'd like to see less sexism in the way guys get competitive over Xbox Live. Too many times guys try to insult me with, "You play like a girl!!!!" (whether I'm losing or beating them) as if the worst thing to be on Earth is a female. Of course, the best way to do this is for each individual guy to realize why it's messed up, and to stop doing it on his own. One can't force awareness on another.

Hikikomori Hime said,
This is stupid.
If a female isn't into gaming, she's not going to buy a gaming system just to watch makeup videos. That's what getting on the PC and going over to YouTube is for, or Pinterest.
Also, it's just plain insulting. D-:
Personally, I think we need to get some of the stigma off gaming, especially for females. I have a male friend who always "feels bad for" "hot" female gamers. He seems fine with those of us that don't qualify as "hot", but for some insane reason he "feels bad for" the ones that he finds hot. It's the strangest thing. He has this idea that female gamers are creepy unwashed masses, yet he always complains that I'm "anal retentive" about hygiene because I take showers daily, brush my teeth daily, and brush my hair daily. More effort needs to be put into getting women into gaming. Also, I'd like to see less sexism in the way guys get competitive over Xbox Live. Too many times guys try to insult me with, "You play like a girl!!!!" (whether I'm losing or beating them) as if the worst thing to be on Earth is a female. Of course, the best way to do this is for each individual guy to realize why it's messed up, and to stop doing it on his own. One can't force awareness on another.

That's a pipe dream and will always remain one.

Gaming brings out the competitiveness in people, and when people are sore losers/winners they'll say stupid stuff.

On Xbox Live (I expect it's the same on other services):

- Americans are fat.
- Brits need to brush their teeth.
- Girls can't play video games.
- Wars and terrorist attacks are ammunition in petty squabbles.
- You need to quit the game if you're not doing as well as the rest of the team.
- You just have to wind up higher ranks than you when you beat them.

(NOTE: these are observations, not my own opinions)

These things will more than likely only change when you have less teenage/young adult hormone filled males with a chip on their shoulder.

I've heard women smack talking on XBL before, so it's not only the men that do it, it's just that there's a lot more men on it!

Hikikomori Hime said,
This is stupid.
If a female isn't into gaming, she's not going to buy a gaming system just to watch makeup videos. That's what getting on the PC and going over to YouTube is for, or Pinterest.
Also, it's just plain insulting. D-:
Personally, I think we need to get some of the stigma off gaming, especially for females. I have a male friend who always "feels bad for" "hot" female gamers. He seems fine with those of us that don't qualify as "hot", but for some insane reason he "feels bad for" the ones that he finds hot. It's the strangest thing. He has this idea that female gamers are creepy unwashed masses, yet he always complains that I'm "anal retentive" about hygiene because I take showers daily, brush my teeth daily, and brush my hair daily. More effort needs to be put into getting women into gaming. Also, I'd like to see less sexism in the way guys get competitive over Xbox Live. Too many times guys try to insult me with, "You play like a girl!!!!" (whether I'm losing or beating them) as if the worst thing to be on Earth is a female. Of course, the best way to do this is for each individual guy to realize why it's messed up, and to stop doing it on his own. One can't force awareness on another.

It's just an app. You don't have to use it. Not sure how effective it'll be but it's there if anyone wants it.

Hikikomori Hime said,
This is stupid.
If a female isn't into gaming, she's not going to buy a gaming system just to watch makeup videos.
Read the damn article. L'Oreal has a quote up there that says: "With more content and women on Xbox LIVE than ever before, we see this as a tremendous opportunity for L'Oréal USA. We wanted to connect with this rapidly growing audience and combine their passion for entertainment and beauty into one seamless personalized experience."

They aren't trying to get women to buy an Xbox to use their app. They know that there are women actually on Xbox LIVE and they are trying to appeal to that audience.

KSib said,
Let's not all get into a fuss like most 360s aren't primarily Netflix machines.

Well, to be honest my PS3 is more of a netflix machine since I dont have to pay for a gold membership to use it. I still use my 360 for games on the rare occasion there is an XBOX exclusive game I actually want to play, but thankfully most games I do want to play have PC versions... so yeah, both consoles rarely get used for gaming.

KSib said,
Let's not all get into a fuss like most 360s aren't primarily Netflix machines.


Huh? You're talking about the console with the highest attach rate? Yeah makes sense...

I pressed B but it won't let me skip.

Achievement Unlocked! Your boyfriend looks like a ho!

Manliness level 0

NEVEEERRRRRRRRRRRR!!!!!!!! The day this app gets on my XBox is the day you have to pry the controller from my COLD DEAD HANDS!!!

warwagon said,
Now I have to go watch the last 10 minutes of John Rambo.

I'll need to watch the whole series and few other old action flicks as well.